Open to opportunities

Mireya Itzel Pacheco Aguilar

@mireyaitzelpachecoag

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E-commerce and digital marketing expert driving growth and innovation.

Mexico

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What I'm looking for

I seek a dynamic role in a forward-thinking company that values innovation and collaboration, offering opportunities for professional growth and impactful projects.

I am a seasoned professional in e-commerce and digital marketing, with a proven track record of driving significant growth and optimizing performance across various channels. Currently, I serve as the Head of D2C at Avera, where I successfully migrated our online store from Woocommerce to Shopify, resulting in a remarkable 300% increase in sales while maintaining a TACOS of 8% or less. My role involves direct management of a talented D2C team, collaborating closely with cross-functional departments to enhance customer experience and streamline operations.

Previously, I held key positions at Fondeadora and Moons, where I honed my skills in user acquisition and digital marketing strategies. I have consistently achieved impressive results, such as a 30-40% month-over-month growth in new registrations and deposits at Fondeadora. My expertise extends to managing paid channels, optimizing campaigns, and implementing innovative marketing strategies that resonate with target audiences. I am passionate about leveraging data-driven insights to inform decision-making and drive business success.

Experience

Work history, roles, and key accomplishments

Head of D2C

Avera

May 2023 - Jan 2025 (1 year 8 months)

Led the administration of Avera's online store, successfully migrating from Woocommerce to Shopify, resulting in a 300% sales increase while maintaining a TACOS of 8%. Managed a diverse D2C team and established commercial agreements with payment gateways.

Shopify D2C Team Management Sales Growth

Head of User Acquisition

Avera

Jul 2022 - Jan 2025 (2 years 6 months)

Optimized in-house paid channels for performance and branding campaigns, achieving a ROAS of 6 and reducing ACOS to 16%. Managed affiliate and referral programs, significantly improving marketing effectiveness.

Paid Media Affiliate Marketing Digital Strategy Performance Marketing

Acquisition Manager

Fondeadora

Jan 2021 - Jul 2022 (1 year 6 months)

Managed optimization of channels for user registrations and deposits, achieving 30-40% growth month-over-month. Planned strategies for new channel launches and collaborated with branding teams for effective communication.

User Acquisition Digital Marketing Growth Strategy Analytics

Digital Marketing Coordinator

Moons

Sep 2019 - Sep 2020 (1 year)

Oversaw paid digital marketing efforts, achieving 20% month-over-month growth in leads and revenue. Managed CRM systems and collaborated on project implementations for improved customer tracking.

Digital Marketing CRM Management Lead Generation Project Management Data Analysis

Paid Social Specialist

eBay

Feb 2018 - Aug 2019 (1 year 6 months)

Managed paid social campaigns for eBay LATAM, significantly reducing CPA from $100 to $12. Focused on performance-based planning and optimization to enhance marketing funnel effectiveness.

Paid Social Campaign Management Performance Optimization Data Reporting

Display & Paid Social Specialist

eBay

Jul 2017 - Feb 2018 (7 months)

Provided paid search consulting and managed display and paid social operations across LATAM, focusing on achieving key marketing objectives and optimizing budgets.

Paid Search Display Advertising Budgeting Strategic Planning

Growth Hacker Marketing

Mercadoni

Jul 2016 - Aug 2017 (1 year 1 month)

Led marketing campaigns across Mexico, Colombia, and Argentina, achieving 15% monthly sales growth. Managed CRM initiatives and communicated key campaign results effectively.

Growth Marketing CRM Campaign Management Sales Strategy

SEM Intern

Linio México

Nov 2015 - Jun 2016 (7 months)

Structured Google Ads campaigns and reported on key performance indicators, assisting in budget planning for joint campaigns.

Google Ads SEM Campaign Planning Key Performance Indicators Digital Marketing

Project Management Intern

Elara Comunicaciones

Feb 2015 - Nov 2015 (9 months)

Coordinated the national implementation of the 'México Conectado' project, investigating and reporting on project KPIs for government initiatives.

Project Management KPIs Coordination Research Communication

Education

Degrees, certifications, and relevant coursework

Instituto Tecnológico Autónomo de México

Bachelor of Business Engineering, Business Engineering

2010 - 2017

Grade: Scholarship “Nuestro ITAM” (90% of covered tuition)

Based on the general understanding of a company, reinforced with the application of Information Technologies including Marketing, Business Intelligence, and Application of Information Technology in Business.